creative direction, design, copywriting, marketing strategy, UX/UI With 100+ race events in 50+ countries every year, IRONMAN has become a globally recognized brand. A traditional race starts with a 2.4-mile swim, followed by a 112-mile bike ride, and ends with a 26.2-mile run. Only the most determined athletes can endure the harsh race conditions and brutal impact it takes on the body. Since the event’s inception in 1978, the IRONMAN race has become wildly popular amongst marathon runners, cyclists, and other endurance athletes. And while they’ve garnered a large and loyal fanbase, with social media platforms boasting over a million followers across the globe, attracting new athletes to compete and engage with the brand has been challenging. In order to capture a broader range of athletes, IRONMAN wanted to reimagine their brand through a fresh lens. Our goal was to create a visually captivating graphic approach, flexible across the brand's digital ecosystem. Content needed to feel compelling and actionable to both long time fans as well as new athletes, so both can engage with IRONMAN in a more meaningful way.